Advertisement volume on TV screens decreased by 10% during the first half of 2025, as reported by TAM Adex.
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According to the TAM AdEx report, a 10% decline in TV ad volumes was observed in the first half of 2025, reflecting a cautious approach by advertisers. However, General Entertainment Channels (GECs) remained the dominant genre, maintaining the highest share of TV ad volumes. In category-specific advertising, toilet or floor cleaners saw the highest growth in TV ad duration, followed by e-commerce and online shopping advertising.
Hindustan Unilever (HUL) was the leading TV advertiser in H1 2025, with Reckitt Benckiser close behind. Among the top ten advertisers, six brands belonged to Reckitt and two to HUL. Notably, Coca-Cola India, GlaxoSmithKline, Nestlé, and Tata registered rank increases, with Nestlé India and Tata entering the top advertiser list.
The TAM AdEx report also noted that more than 6,600 brands advertised on TV in H1 2025, with the top ten brands contributing 11% of TV ad volumes.
Broader advertising market trends underline significant digital ad spend growth driven by AI, hyper-personalization, and hybrid consumer experiences. The Indian advertising market is expected to grow at a CAGR of about 9.37% through 2033, with television still holding the majority market share despite recent volume declines.
The rise of digital advertising is a key driver of this growth, with influencer marketing, AI marketing, and an omnichannel focus becoming increasingly important.
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Article Topics: Advertising trends 2025, TV ad volumes, TAM Adex, Hindustan Unilever, Reckitt Benckiser, Advertising decline, TV advertising report, E-commerce advertising, General Entertainment Channels, TAM report
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